There was a time when one would shoot a family event, take their film to a lab, have prints created and then share those images with everyone. But today the latent image seems to mean more than just unprocessed film. We all love photography, so why has it become so tedious to have that fun again? We are witnessing a great “pain” that places most consumers somewhere in between the input and the output. And we are seeing how this clogged drain is lingering within the world of digital photography.
How do we answer such a big call?
The partnership of Ken Pivak and Santino Zafarana, better known as Digital 1 to 1, is doing exactly that. After many years as professional photographers and educators, Pivak and Zafarana have created the means for everyone to feel proud of their images again and are offering them an easy and simple comprehension of digital photography.
“Today’s camera now requires all of us to become involved with more technologies than we know, like using computers, photo kiosks and even online print services. Everyone who wants to create within this visual medium needs to understand this modern approach of the photographic process,” the pair explain.
Finding ways to bring all this complex technology into a simple format, is at the heart of their online service, which is part of each subscriber’s Web site.
Helping Retail Profit Margins
How many customers walk into your shop, not knowing exactly what they want when purchasing photographic equipment and leave with no knowledge of how to take better pictures? Simply put, this is bad customer service – and the retailer has lost the potential of forging a better relationship with the customers. The power of Digital 1 to 1 is simple, short and insightful videos that are a great innovative marketing tool for retailers and represent a fresh approach to strengthening customer relationships. Recent endorsements from organizations like PMA haven’t hurt their cause either.
Their videos offer a creative spirit and energy that is unique to the Digital 1 to 1 team. They are viewed only through dealer Web sites and are free to your customers, making them a unique marketing tool to increase potential sales, 24/7.
Pivak and Zafarana suggest that the Digital 1 to 1 logo be present on the retailer’s home page where customers can click to be taken directly to the videos. The retailer’s logo then sits on the 1 to 1 video page, fostering the store’s participation. “The beauty in all of this is that the retailer is given ‘real estate’ on the right side of this page. Here you can enhance your site with notifications about any new sales in your store. Now take it a step further.
Using this Web page effectively, you can also offset the cost of Digital 1 to 1, with ads and sponsorships.”
Zafarana feels today’s consumers have simply had a difficult time keeping pace with digital imaging’s constant product upgrades.
“We feel that the industry has not really embraced digital photography, perhaps there’s a fear factor within the relationship with their customers.
There is always something new around the corner, some new camera or technology that seems to generate a sense of confusion and breaks the very heart of this business. We’re always searching for the next best gadget…and only trying to regain the loss of film, with the replacement of the digital photographic process. But what ever happened to being creative and having fun? The emphasis should go back to just taking great pictures. After all, isn’t this why we all entered this business to begin with – our love of photography?” he explained.
The videos are carefully kept in the 4- to 6-minute long timeframe and new videos are added to the library each month. A recent video on the Histogram has received many thanks from those who didn’t even know it existed, and now for all who finally understand the concept.
“Selling a camera should not just be about the Pink or Blue camera, or how many megapixels it has, and being the easiest camera to use,” Pivak added.
“Megapixels do not create great images, knowledgeable people do. We bring everyone into focus by leading them with creativity, showing everyone how to take great images. Hey, if auto mode was so great, then why do they keep giving us manual settings?”
To see the concept in action, log onto www.internationalsupplies.com, click on the Digital 1 to 1 logo on top and start with their “Demonstration video”, which comes up first. To subscribe to the service, just click on the box at the top left of the same page. With mainstream consumers getting more and more used to online video, Digital 1 to 1 might just be a well-timed endeavor.
